WILLINGNESS TO PAY ANALYSIS OF EDELWEISS FLOWER FROM EX-SITU CONSERVATION AT WONOKITRI VILLAGE, PASURUAN REGENCY

One of endemic flora that has become an icon in the Bromo Tengger Semeru National Park (TNBTS) area is Edelweiss Flower. The existence tourism developments makes demand for flowers as souvenirs even greater. It affects economic value these commodities. population decline threatens its availability indigenous people who use Flowers offerings other components cannot replace. Until 2017, several Wonokitri Village communities, under guidance TNBTS, formed a farmer group called Hulun Hyang to conserve Flower ex-situ. was long journey get breeding permit from KLHK regarding wanawiyata widyakarya. This study aims measure willingness pay tourists edelweiss Ex-Situ conservation Farmer Group and determine what factors influence pay. uses primary data with number respondents many 100 were conducted randomly or random sampling. contingent valuation method (CVM) approach can estimate study's analytical tool multiple linear regression on SPSS 22. Based analysis, average per person simple series containing stalks Rp. 36,307.00, total 3,667,000.00. are thought significantly Ex-situ Conservation "Hulun Hyang" latest education monthly income.